Megatrends

The most influential Megatrends set to shape the world through 2030, identified by Euromonitor International, help businesses better anticipate market developments and lead change for their industries.

Bleach in Israel

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Executive Summary

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PROSPECTS

Slowdown in bleach demand

As a traditional commodity, bleach has benefited from stable demand, with sales growing steadily over the years. However, demand is now being negatively impacted by a number of factors, resulting in slower growth.

Rising health concerns also negatively impacting demand

Moreover, as consumers become aware of the negative health aspects of using large amounts of bleach, they are limiting the quantity in every wash and using it for less purposes than before. At the same time, companies offer more products that combine bleach, such as toilet cleaners, which provide consumers with a convenient 2-in-1 solution that prevents the need for a second wash.

Seasonal demand

Demand for cleaning products is stable throughout the year, besides for two main peaks. The first peak is before Passover, with sales rising dramatically in March.

COMPETITIVE LANDSCAPE

Sano Bruno’s Enterprises leads sales

Sano Bruno’s Enterprises continues to lead sales in bleach. The company benefits from strong positioning, wide distribution and dominant shelf space.

Shelf presence key to sales

As consumers do not tend to take long to make purchasing decisions in this area due to its basic nature, brands that hold larger shelf space are likely to be purchased more frequently.

No change in competitive landscape expected in coming years

As a result of Sano’s strong position and distribution, the company is expected to continue to dominate sales within bleach during the forecast period, with no significant changes in the competitive landscape likely in the near future.

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